After learning the theme for this issue, I started thinking about what ads stood out the most to me, including what brand or product they represented. In doing so, two old television commercials immediately came to mind.

Before I share those two ads, stop for a minute and think about the most iconic ads you have ever seen or heard. What top two or three ads come to mind? What was said in the ad that you remember? What product did the ad represent? Do you think other people think the same way about the ad? 

The first ad I thought of was a television ad that aired during the Super Bowl in 1995. Let me see if you know which ad I am talking about: It was a television ad featuring three frogs croaking parts of a product name. Do you know what the product was?

The product was Budweiser, and, at least for me, it is the most iconic advertisement I have ever seen or heard. The television commercial featured three frogs on lily pads croaking "Bud," "weis," and "er." 

The second ad I thought of was a television ad that aired around the same time as the previous commercial, back in 1984. The television commercial featured an older woman saying, "Where's the beef?" Do you know what product it was for?

If you guessed Wendy's, then you are correct.

I will never forget seeing this television commercial. To fully understand why I won't forget this commercial, you have to also know that for at least a year while growing up, we did not have a television in our house. My family was visiting with other family members at their house, and they had the television on in their living room when this commercial came on. I distinctly remember my mom, sister, and I laughing hysterically at this commercial while everyone else in the room looked at us in bewilderment as to why we found the ad so funny. 

Looking back, I'm not sure why we found it so funny, but the fact that we had not owned a television, and that we really did not watch TV for quite some time, certainly provides some context. But, to this day, I distinctly recall that television ad I saw when I was twelve. 

Regardless of what advertisements you remember most vividly, there are specific reasons why they stood out to you in the first place and why you still remember them today.

I believe that any memorable advertisement does three things: 

1. Evokes Emotion: You've probably heard this quote from Maya Angelou: "People will forget what you said, people will forget what you did, but people will never forget how you made them feel." This sentiment rings true not just in life but in advertising as well.  It's likely that whatever advertisement you remember most, you were impacted by it emotionally in some way. One thing that both of the ads I previously mentioned had in common is that they both made me laugh, which made me happy and excited about the product. It's not simply about what the ads said, but rather the positive emotions they brought up.

Homeownership is something that most young people aspire to. Homes are where we raise our families and create some of our most prominent and long-lasting memories. We hear phrases from people like "my dream home," "my forever home," or "my vacation home." If you're a real estate professional, I'm sure you could continue listing the phrases you have heard over the years. 

One thing is for certain: Home ownership is emotional for all of us, and our marketing should speak to those emotions. Whether executed through a message about family, a photo of a breathtaking luxury property or of sellers holding up a "sold" sign, there are tons of ways to evoke emotions through your real estate ad. 

2. Provides Value: Another thing that your ad should do is provide value. There are many ways value can be defined, but in advertising, this value most often comes in the form of information about the product or service. What is something about the product, service, or industry that the consumer likely didn't know before seeing or hearing the ad? 

For example, in the Wendy's commercial, the popular fast food chain was informing the audience that their single-patty hamburger contains more meat than the Whopper and the Big Mac, the most similar products sold by their competitors. Their burgers have "more beef and less bun." 

As a real estate professional, this could be information on the housing market, mortgage loans, home appraisals, or the closing process. It could also simply be about you, your experience, and what you can offer as an agent or broker that someone else can't.

3. Is Unique in Some Way: While it is certainly challenging to find something that no one has ever done before, there are many ways to go against the norm. For example, the Budweiser commercial remains in my memory because, unlike most commercials I have seen in my life, it entails talking frogs. 

This is your opportunity as an agent and marketer to get creative and figure out what you can do in your advertising that's different from your competition. That may mean making a more creative TikTok video, using AI, or making a video that includes funny animation. What is your talking frog? 

In real estate, we have the luxury of being involved in one of the most important purchases people make in their lifetime. Your advertising should reflect the significance of this transaction. So make sure that your ads are well thought-out, well executed, and include an image or message that will resonate with people.